Motif Investing, ETF 2.0?

My good friend just showed me this new company that from what ive seen so far, looks to be a way to invest in ETF funds, which is nothing out of the ordinary, but this company is unique in a few ways:

*The "ETF" funds, are a collection of up to 30 stocks representing an investing trend, or idea. Examples are Biotech breakthroughs, Income inequality, and even a fucking fund called "Repeal Obamacare" that contains companies who's stock price would benefit if Obama's health care bill would be repealed .

*The user interface combines ease of use, with efficiency, so its easy to navigate but gets the job done and is not dumbed down.

• With each "Motif", you can adjust the percentage of each stock held in that motif.
  For example, say there are 20 companies in a motif, you can adjust the amount of stock of each individual company that you are invested in, if you think one will perform better than the rest, which pretty much gives you greater control over performance.

*Being very similar to the ETF framework, this is more of an investing strategy for someone who wants to hold money in funds that will produce a return over time, so it is not for day traders. However, with the ability to adjust the percentage of each company you hold in your motif, you have room to customize your holdings if certain companies go south, or inversely, certain companies become intelligent investments.

Has anyone heard of this company? (it's fairly new) Or perhaps something similar? I wonder if this will usher in a new era of buy and hold investing, or get resigned to the dustbin.

*Disclaimer: I dont work for this company, this isn't an endorsment, im a fucking college student and im considering throwing some capital into this for a retirement fund, and this site has the most informed finance professionals and motivated students so id love some good discussion for discussions sake. .